,:AT ,MAKES ,MA9/REAM ,M$IA ,MA9/REAM 

#aiig 

,PEOPLE 3 

,AU?OR 3 ,NOAM ,*OMSKY 

,TEXT 3 

  

,PHOTO BY M]MAID1,C,C ,B,Y-,N,C-,N,D ,LIC5SE ,P>T ( ! REASON :Y ,I WRITE AB\T ! M$IA IS BECAUSE ,I AM 9T]E/$ 9 ! :OLE 9TELLECTUAL CULTURE1 & ! P>T ( IT ?AT IS EASIE/ TO /UDY IS ! M$IA4 ,IT COMES \T EV]Y DAY4 ,Y\ CAN DO A SY/EMATIC 9VE/IGATION4 ,Y\ CAN COMP>E YE/]DAY'S V]SION TO TODAY'S V]SION4 ,!RE IS A LOT ( EVID5CE AB\T :AT'S PLAY$ UP & :AT ISN'T & ! WAY ?+S >E /RUCTUR$4 

,MY IMPRESSION IS ! M$IA >5'T V]Y DIFF]5T FROM S*OL>%IP OR FROM1 SAY1 J\RNALS ( 9TELLECTUAL OP9ION -- !RE >E SOME EXTRA CON/RA9TS -- BUT IT'S NOT RADICALLY DIFF]5T4 ,!Y 9T]ACT1 :I* IS :Y PEOPLE GO UP & BACK QUITE EASILY AMONG !M4 

,Y\ LOOK AT ! M$IA1 OR AT ANY 9/ITUTION Y\ WANT TO UND]/&4 ,Y\ ASK QUE/IONS AB\T ITS 9T]NAL 9/ITUTIONAL /RUCTURE4 ,Y\ WANT TO KN[ SOME?+ AB\T !IR SETT+ 9 ! BROAD] SOCIETY4 ,H[ DO !Y RELATE TO O!R SY/EMS ( P[] & AU?ORITY8 ,IF Y\'RE LUCKY1 !RE IS AN 9T]NAL RECORD FROM LEAD+ PEOPLE 9 ! 9=MATION SY/EM :I* TELLS Y\ :AT !Y >E UP TO 7IT IS SORT ( A DOCTR9AL SY/EM74 ,?AT DOESN'T MEAN ! PUBLIC RELATIONS H&\TS BUT :AT !Y SAY TO EA* O!R AB\T :AT !Y >E UP TO4 ,!RE IS QUITE A LOT ( 9T]E/+ DOCUM5TATION4 

,?OSE >E ?REE MAJOR S\RCES ( 9=MATION AB\T ! NATURE ( ! M$IA4 ,Y\ WANT TO /UDY !M ! WAY1 SAY1 A SCI5TI/ W\LD /UDY SOME COMPLEX MOLECULE OR SOME?+4 ,Y\ TAKE A LOOK AT ! /RUCTURE & !N MAKE SOME HYPO!SIS BAS$ ON ! /RUCTURE AS TO :AT ! M$IA PRODUCT IS LIKELY TO LOOK LIKE4 ,!N Y\ 9VE/IGATE ! M$IA PRODUCT & SEE H[ WELL IT CON=MS TO ! HYPO!SES4 ,VIRTUALLY ALL WORK 9 M$IA ANALYSIS IS ?IS LA/ P>T -- TRY+ TO /UDY C>EFULLY JU/ :AT ! M$IA PRODUCT IS & :E!R IT CON=MS TO OBVI\S ASSUMPTIONS AB\T ! NATURE & /RUCTURE ( ! M$IA4 

,WELL1 :AT DO Y\ F9D8 ,FIR/ ( ALL1 Y\ F9D ?AT !RE >E DIFF]5T M$IA :I* DO DIFF]5T ?+S1 LIKE ! 5T]TA9M5T_/,HOLLYWOOD1 SOAP OP]AS1 & SO ON1 OR EV5 MO/ ( ! NEWSPAP]S 9 ! C\NTRY 7! OV]:ELM+ MAJORITY ( !M74 ,!Y >E DIRECT+ ! MASS AUDI5CE4 

,!RE IS ANO!R SECTOR ( ! M$IA1 ! ELITE M$IA1 SOMETIMES CALL$ ! AG5DA-SETT+ M$IA BECAUSE !Y >E ! ONES ) ! BIG RES\RCES1 !Y SET ! FRAMEWORK 9 :I* EV]YONE ELSE OP]ATES4 ,! ,NEW ,YORK ,TIMES & ,C,B,S1 ?AT K9D ( ?+4 ,!IR AUDI5CE IS MO/LY PRIVILEG$ PEOPLE4 ,! PEOPLE :O READ ! ,NEW ,YORK ,TIMES -- PEOPLE :O >E WEAL?Y OR P>T ( :AT IS SOMETIMES CALL$ ! POLITICAL CLASS -- !Y >E ACTUALLY 9VOLV$ 9 ! POLITICAL SY/EM 9 AN ONGO+ FA%ION4 ,!Y >E BASICALLY MANAG]S ( ONE SORT OR ANO!R4 ,!Y CAN BE POLITICAL MANAG]S1 BUS9ESS MANAG]S 7LIKE CORPORATE EXECUTIVES OR ?AT SORT ( ?+71 DOCTORAL MANAG]S 7LIKE UNIV]SITY PR(ESSORS71 OR O!R J\RNALI/S :O >E 9VOLV$ 9 ORGANIZ+ ! WAY PEOPLE ?9K & LOOK AT ?+S4 

,! ELITE M$IA SET A FRAMEWORK )9 :I* O!RS OP]ATE4 ,IF Y\ >E WAT*+ ! ,ASSOCIAT$ ,PRESS1 :O GR9D \T A CON/ANT FL[ ( NEWS1 9 ! MID-AFT]NOON IT BREAKS & !RE IS SOME?+ ?AT COMES ALONG EV]Y DAY ?AT SAYS 0,NOTICE TO ,$ITORS3 ,TOMORR['S ,NEW ,YORK ,TIMES IS GO+ TO HAVE ! FOLL[+ /ORIES ON ! FRONT PAGE40 ,! PO9T ( ?AT IS1 IF Y\'RE AN $ITOR ( A NEWSPAP] 9 ,DAYTON1 ,OHIO & Y\ DON'T HAVE ! RES\RCES TO FIGURE \T :AT ! NEWS IS1 OR Y\ DON'T WANT TO ?9K AB\T IT ANYWAY1 ?IS TELLS Y\ :AT ! NEWS IS4 ,!SE >E ! /ORIES = ! QU>T] PAGE ?AT Y\ >E GO+ TO DEVOTE TO SOME?+ O!R ?AN LOCAL AFFAIRS OR DIV]T+ Y\R AUDI5CE4 ,!SE >E ! /ORIES ?AT Y\ PUT !RE BECAUSE ?AT'S :AT ! ,NEW ,YORK ,TIMES TELLS US IS :AT Y\'RE SUPPOS$ TO C>E AB\T TOMORR[4 ,IF Y\ >E AN $ITOR 9 ,DAYTON1 ,OHIO1 Y\ W\LD SORT ( HAVE TO DO ?AT1 BECAUSE Y\ DON'T HAVE MU* ELSE 9 ! WAY ( RES\RCES4 ,IF Y\ GET (F L9E1 IF Y\'RE PRODUC+ /ORIES ?AT ! BIG PRESS DOESN'T LIKE1 Y\'LL HE> AB\T IT PRETTY SOON4 ,9 FACT1 :AT JU/ HAPP5$ AT ,SAN ,JOSE ,M]CURY ,NEWS IS A DRAMATIC EXAMPLE ( ?IS4 ,SO !RE >E A LOT ( WAYS 9 :I* P[] PLAYS CAN DRIVE Y\ RI<T BACK 9TO L9E IF Y\ MOVE \T4 ,IF Y\ TRY TO BREAK ! MOLD1 Y\'RE NOT GO+ TO LA/ LONG4 ,?AT FRAMEWORK WORKS PRETTY WELL1 & IT IS UND]/&ABLE ?AT IT IS JU/ A REFLECTION ( OBVI\S P[] /RUCTURES4 

,! REAL MASS M$IA >E BASICALLY TRY+ TO DIV]T PEOPLE4 ,LET !M DO SOME?+ ELSE1 BUT DON'T BO!R US 7US BE+ ! PEOPLE :O RUN ! %[74 ,LET !M GET 9T]E/$ 9 PR(ESSIONAL SPORTS1 = EXAMPLE4 ,LET EV]YBODY BE CRAZ$ AB\T PR(ESSIONAL SPORTS OR SEX SC&ALS OR ! P]SONALITIES & !IR PROBLEMS OR SOME?+ LIKE ?AT4 ,ANY?+1 AS LONG AS IT ISN'T S]I\S4 ,( C\RSE1 ! S]I\S /UFF IS = ! BIG GUYS4 0,WE0 TAKE C>E ( ?AT4 

,:AT >E ! ELITE M$IA1 ! AG5DA-SETT+ ONES8 ,! ,NEW ,YORK ,TIMES & ,C,B,S1 = EXAMPLE4 ,WELL1 FIR/ ( ALL1 !Y >E MAJOR1 V]Y PR(ITABLE1 CORPORATIONS4 ,FUR!RMORE1 MO/ ( !M >E EI!R L9K$ TO1 OR \TRI<T [N$ BY1 MU* BIGG] CORPORATIONS1 LIKE ,G5]AL ,ELECTRIC1 ,WE/+H\SE1 & SO ON4 ,!Y >E WAY UP AT ! TOP ( ! P[] /RUCTURE ( ! PRIVATE ECONOMY :I* IS A V]Y TYRANNICAL /RUCTURE4 ,CORPORATIONS >E BASICALLY TYRANNIES1 HI]>*IC1 CONTROLL$ FROM ABOVE4 ,IF Y\ DON'T LIKE :AT !Y >E DO+ Y\ GET \T4 ,! MAJOR M$IA >E JU/ P>T ( ?AT SY/EM4 

,:AT AB\T !IR 9/ITUTIONAL SETT+8 ,WELL1 ?AT'S MORE OR LESS ! SAME4 ,:AT !Y 9T]ACT ) & RELATE TO IS O!R MAJOR P[] C5T]S -- ! GOV]NM5T1 O!R CORPORATIONS1 OR ! UNIV]SITIES4 ,BECAUSE ! M$IA >E A DOCTR9AL SY/EM !Y 9T]ACT CLOSELY ) ! UNIV]SITIES4 ,SAY Y\ >E A REPORT] WRIT+ A /ORY ON ,S\!A/ ,ASIA OR ,AFRICA1 OR SOME?+ LIKE ?AT4 ,Y\'RE SUPPOS$ TO GO OV] TO ! BIG UNIV]SITY & F9D AN EXP]T :O WILL TELL Y\ :AT TO WRITE1 OR ELSE GO TO ONE ( ! F\NDATIONS1 LIKE ,BROOK+S ,9/ITUTE OR ,AM]ICAN ,5T]PRISE ,9/ITUTE & !Y WILL GIVE Y\ ! WORDS TO SAY4 ,!SE \TSIDE 9/ITUTIONS >E V]Y SIMIL> TO ! M$IA4 

,! UNIV]SITIES1 = EXAMPLE1 >E NOT 9DEP5D5T 9/ITUTIONS4 ,!RE MAY BE 9DEP5D5T PEOPLE SCATT]$ >\ND 9 !M BUT ?AT IS TRUE ( ! M$IA AS WELL4 ,& IT'S G5]ALLY TRUE ( CORPORATIONS4 ,IT'S TRUE ( ,FASCI/ /ATES1 = ?AT MATT]4 ,BUT ! 9/ITUTION ITSELF IS P>ASITIC4 ,IT'S DEP5D5T ON \TSIDE S\RCES ( SUPPORT & ?OSE S\RCES ( SUPPORT1 SU* AS PRIVATE WEAL?1 BIG CORPORATIONS ) GRANTS1 & ! GOV]NM5T 7:I* IS SO CLOSELY 9T]L9K$ ) CORPORATE P[] Y\ CAN B>ELY DI/+UI% !M71 !Y >E ESS5TIALLY :AT ! UNIV]SITIES >E 9 ! MIDDLE (4 ,PEOPLE )9 !M1 :O DON'T ADJU/ TO ?AT /RUCTURE1 :O DON'T ACCEPT IT & 9T]NALIZE IT 7Y\ CAN'T REALLY WORK ) IT UNLESS Y\ 9T]NALIZE IT1 & BELIEVE IT72 PEOPLE :O DON'T DO ?AT >E LIKELY TO BE WE$$ \T ALONG ! WAY1 />T+ FROM K9D]G>T51 ALL ! WAY UP4 ,!RE >E ALL SORTS ( FILT]+ DEVICES TO GET RID ( PEOPLE :O >E A PA9 9 ! NECK & ?9K 9DEP5D5TLY4 ,?OSE ( Y\ :O HAVE BE5 ?R\< COLLEGE KN[ ?AT ! $UCATIONAL SY/EM IS V]Y HI<LY GE>$ TO REW>D+ CON=MITY & OB$I5CE2 IF Y\ DON'T DO ?AT1 Y\ >E A TR\BLEMAK]4 ,SO1 IT IS K9D ( A FILT]+ DEVICE :I* 5DS UP ) PEOPLE :O REALLY HONE/LY 7!Y >5'T LY+7 9T]NALIZE ! FRAMEWORK ( BELIEF & ATTITUDES ( ! SURR\ND+ P[] SY/EM 9 ! SOCIETY4 ,! ELITE 9/ITUTIONS LIKE1 SAY1 ,H>V>D & ,PR9CETON & ! SMALL UPSCALE COLLEGES1 = EXAMPLE1 >E V]Y MU* GE>$ TO SOCIALIZATION4 ,IF Y\ GO ?R\< A PLACE LIKE ,H>V>D1 MO/ ( :AT GOES ON !RE IS TEA*+ MANN]S2 H[ TO BEHAVE LIKE A MEMB] ( ! UPP] CLASSES1 H[ TO ?9K ! RI<T ?\<TS1 & SO ON4 

,IF Y\'VE READ ,GEORGE ,ORWELL'S ,ANIMAL ,F>M :I* HE WROTE 9 ! MID-#a#i#dS1 IT WAS A SATIRE ON ! ,SOVIET ,UNION1 A TOTALIT>IAN /ATE4 ,IT WAS A BIG HIT4 ,EV]YBODY LOV$ IT4 ,TURNS \T HE WROTE AN 9TRODUCTION TO ,ANIMAL ,F>M :I* WAS SUPPRESS$4 ,IT ONLY APPE>$ #c YE>S LAT]4 ,SOMEONE HAD F\ND IT 9 HIS PAP]S4 ,! 9TRODUCTION TO ,ANIMAL ,F>M WAS AB\T 0,LIT]>Y ,C5SOR%IP 9 ,5GL&0 & :AT IT SAYS IS ?AT OBVI\SLY ?IS BOOK IS RIDICUL+ ! ,SOVIET ,UNION & ITS TOTALIT>IAN /RUCTURE4 ,BUT HE SAID ,5GL& IS NOT ALL ?AT DIFF]5T4 ,WE DON'T HAVE ! ,K,G,B ON \R NECK1 BUT ! 5D RESULT COMES \T PRETTY MU* ! SAME4 ,PEOPLE :O HAVE 9DEP5D5T IDEAS OR :O ?9K ! WRONG K9D ( ?\<TS >E CUT \T4 

,HE TALKS A LITTLE1 ONLY TWO S5T5CES1 AB\T ! 9/ITUTIONAL /RUCTURE4 ,HE ASKS1 :Y DOES ?IS HAPP58 ,WELL1 ONE1 BECAUSE ! PRESS IS [N$ BY WEAL?Y PEOPLE :O ONLY WANT C]TA9 ?+S TO REA* ! PUBLIC4 ,! O!R ?+ HE SAYS IS ?AT :5 Y\ GO ?R\< ! ELITE $UCATION SY/EM1 :5 Y\ GO ?R\< ! PROP] S*OOLS 9 ,OX=D1 Y\ LE>N ?AT !RE >E C]TA9 ?+S IT'S NOT PROP] TO SAY & !RE >E C]TA9 ?\<TS ?AT >E NOT PROP] TO HAVE4 ,?AT IS ! SOCIALIZATION ROLE ( ELITE 9/ITUTIONS & IF Y\ DON'T ADAPT TO ?AT1 Y\'RE USUALLY \T4 ,?OSE TWO S5T5CES MORE OR LESS TELL ! /ORY4 

,:5 Y\ CRITIQUE ! M$IA & Y\ SAY1 LOOK1 H]E IS :AT ,AN?ONY ,LEWIS OR SOMEBODY ELSE IS WRIT+1 !Y GET V]Y ANGRY4 ,!Y SAY1 QUITE CORRECTLY1 0NOBODY EV] TELLS ME :AT TO WRITE4 ,I WRITE ANY?+ ,I LIKE4 ,ALL ?IS BUS9ESS AB\T PRESSURES & CON/RA9TS IS NONS5SE BECAUSE ,I'M NEV] UND] ANY PRESSURE40 ,:I* IS COMPLETELY TRUE1 BUT ! PO9T IS ?AT !Y W\LDN'T BE !RE UNLESS !Y HAD ALREADY DEMON/RAT$ ?AT NOBODY HAS TO TELL !M :AT TO WRITE BECAUSE !Y >E GO+ SAY ! RI<T ?+4 ,IF !Y HAD />T$ (F AT ! ,METRO DESK1 OR SOME?+1 & HAD PURSU$ ! WRONG K9D ( /ORIES1 !Y NEV] W\LD HAVE MADE IT TO ! POSITIONS :]E !Y CAN N[ SAY ANY?+ !Y LIKE4 ,! SAME IS MO/LY TRUE ( UNIV]SITY FACULTY 9 ! MORE IDEOLOGICAL DISCIPL9ES4 ,!Y HAVE BE5 ?R\< ! SOCIALIZATION SY/EM4 

,OKAY1 Y\ LOOK AT ! /RUCTURE ( ?AT :OLE SY/EM4 ,:AT DO Y\ EXPECT ! NEWS TO BE LIKE8 ,WELL1 IT'S PRETTY OBVI\S4 ,TAKE ! ,NEW ,YORK ,TIMES4 ,IT'S A CORPORATION & SELLS A PRODUCT4 ,! PRODUCT IS AUDI5CES4 ,!Y DON'T MAKE MONEY :5 Y\ BUY ! NEWSPAP]4 ,!Y >E HAPPY TO PUT IT ON ! WORLDWIDE WEB = FREE4 ,!Y ACTUALLY LOSE MONEY :5 Y\ BUY ! NEWSPAP]4 ,BUT ! AUDI5CE IS ! PRODUCT4 ,! PRODUCT IS PRIVILEG$ PEOPLE1 JU/ LIKE ! PEOPLE :O >E WRIT+ ! NEWSPAP]S1 Y\ KN[1 TOP-LEVEL DECISION-MAK+ PEOPLE 9 SOCIETY4 ,Y\ HAVE TO SELL A PRODUCT TO A M>KET1 & ! M>KET IS1 ( C\RSE1 ADV]TIZ]S 7?AT IS1 O!R BUS9ESSES74 ,:E!R IT IS TELEVISION OR NEWSPAP]S1 OR :ATEV]1 !Y >E SELL+ AUDI5CES4 ,CORPORATIONS SELL AUDI5CES TO O!R CORPORATIONS4 ,9 ! CASE ( ! ELITE M$IA1 IT'S BIG BUS9ESSES4 

,WELL1 :AT DO Y\ EXPECT TO HAPP58 ,:AT W\LD Y\ PR$ICT AB\T ! NATURE ( ! M$IA PRODUCT1 GIV5 ?AT SET ( CIRCUM/ANCES8 ,:AT W\LD BE ! NULL HYPO!SIS1 ! K9D ( CONJECTURE ?AT Y\'D MAKE ASSUM+ NO?+ FUR!R4 ,! OBVI\S ASSUMPTION IS ?AT ! PRODUCT ( ! M$IA1 :AT APPE>S1 :AT DOESN'T APPE>1 ! WAY IT IS SLANT$1 WILL REFLECT ! 9T]E/ ( ! BUY]S & SELL]S1 ! 9/ITUTIONS1 & ! P[] SY/EMS ?AT >E >\ND !M4 ,IF ?AT W\LDN'T HAPP51 IT W\LD BE K9D ( A MIRACLE4 

,OKAY1 !N COMES ! H>D WORK4 ,Y\ ASK1 DOES IT WORK ! WAY Y\ PR$ICT8 ,WELL1 Y\ CAN JUDGE = Y\RSELVES4 ,!RE'S LOTS ( MAT]IAL ON ?IS OBVI\S HYPO!SIS1 :I* HAS BE5 SUBJECT$ TO ! H>DE/ TE/S ANYBODY CAN ?9K (1 & /ILL /&S UP REM>KABLY WELL4 ,Y\ VIRTUALLY NEV] F9D ANY?+ 9 ! SOCIAL SCI5CES ?AT SO /RONGLY SUPPORTS ANY CONCLUSION1 :I* IS NOT A BIG SURPRISE1 BECAUSE IT W\LD BE MIRACUL\S IF IT DIDN'T HOLD UP GIV5 ! WAY ! =CES >E OP]AT+4 

,! NEXT ?+ Y\ DISCOV] IS ?AT ?IS :OLE TOPIC IS COMPLETELY TABOO4 ,IF Y\ GO TO ! ,K5N$Y ,S*OOL ( ,GOV]NM5T OR ,/AN=D1 OR SOME:]E1 & Y\ /UDY J\RNALISM & COMMUNICATIONS OR ACADEMIC POLITICAL SCI5CE1 & SO ON1 !SE QUE/IONS >E NOT LIKELY TO APPE>4 ,?AT IS1 ! HYPO!SIS ?AT ANYONE W\LD COME ACROSS )\T EV5 KN[+ ANY?+ ?AT IS NOT ALL[$ TO BE EXPRESS$1 & ! EVID5CE BE>+ ON IT CANNOT BE DISCUSS$4 ,WELL1 Y\ PR$ICT ?AT TOO4 ,IF Y\ LOOK AT ! 9/ITUTIONAL /RUCTURE1 Y\ W\LD SAY1 YEAH1 SURE1 ?AT'S GOT TO HAPP5 BECAUSE :Y %\LD !SE GUYS WANT TO BE EXPOS$8 ,:Y %\LD !Y ALL[ CRITICAL ANALYSIS ( :AT !Y >E UP TO TAKE PLACE8 ,! ANSW] IS1 !RE IS NO REASON :Y !Y %\LD ALL[ ?AT &1 9 FACT1 !Y DON'T4 ,AGA91 IT IS NOT PURPOSEFUL C5SOR%IP4 ,IT IS JU/ ?AT Y\ DON'T MAKE IT TO ?OSE POSITIONS4 ,?AT 9CLUDES ! LEFT 7:AT IS CALL$ ! LEFT71 AS WELL AS ! RI<T4 ,UNLESS Y\ HAVE BE5 ADEQUATELY SOCIALIZ$ & TRA9$ SO ?AT !RE >E SOME ?\<TS Y\ JU/ DON'T HAVE1 BECAUSE IF Y\ DID HAVE !M1 Y\ W\LDN'T BE !RE4 ,SO Y\ HAVE A SECOND ORD] ( PR$ICTION :I* IS ?AT ! FIR/ ORD] ( PR$ICTION IS NOT ALL[$ 9TO ! DISCUSSION4 

,! LA/ ?+ TO LOOK AT IS ! DOCTR9AL FRAMEWORK 9 :I* ?IS PROCE$S4 ,DO PEOPLE AT HI< LEVELS 9 ! 9=MATION SY/EM1 9CLUD+ ! M$IA & ADV]TIS+ & ACADEMIC POLITICAL SCI5CE & SO ON1 DO !SE PEOPLE HAVE A PICTURE ( :AT \<T TO HAPP5 :5 !Y >E WRIT+ = EA* O!R 7NOT :5 !Y >E MAK+ GRADUATION SPEE*ES78 ,:5 Y\ MAKE A COMM5CEM5T SPEE*1 IT IS PRETTY WORDS & /UFF4 ,BUT :5 !Y >E WRIT+ = ONE ANO!R1 :AT DO PEOPLE SAY AB\T IT8 

,!RE >E BASICALLY ?REE CURR5TS TO LOOK AT4 ,ONE IS ! PUBLIC RELATIONS 9DU/RY1 Y\ KN[1 ! MA9 BUS9ESS PROPAG&A 9DU/RY4 ,SO :AT >E ! LEAD]S ( ! ,P,R 9DU/RY SAY+8 ,SECOND PLACE TO LOOK IS AT :AT >E CALL$ PUBLIC 9TELLECTUALS1 BIG ?9K]S1 PEOPLE :O WRITE ! 0OP $S0 & ?AT SORT ( ?+4 ,:AT DO !Y SAY8 ,! PEOPLE :O WRITE IMPRESSIVE BOOKS AB\T ! NATURE ( DEMOCRACY & ?AT SORT ( BUS9ESS4 ,! ?IRD ?+ Y\ LOOK AT IS ! ACADEMIC /REAM1 P>TICUL>LY ?AT P>T ( POLITICAL SCI5CE :I* IS CONC]N$ ) COMMUNICATIONS & 9=MATION & ?AT /UFF :I* HAS BE5 A BRAN* ( POLITICAL SCI5CE = ! LA/ #g OR #h YE>S4 

,SO1 LOOK AT ?OSE ?REE ?+S & SEE :AT !Y SAY1 & LOOK AT ! LEAD+ FIGURES :O HAVE WRITT5 AB\T ?IS4 ,!Y ALL SAY 7,I'M P>TLY QUOT+71 ! G5]AL POPULATION IS 0IGNORANT & M$DLESOME \TSID]S40 ,WE HAVE TO KEEP !M \T ( ! PUBLIC >5A BECAUSE !Y >E TOO /UPID & IF !Y GET 9VOLV$ !Y WILL JU/ MAKE TR\BLE4 ,!IR JOB IS TO BE 0SPECTATORS10 NOT 0P>TICIPANTS40 

,!Y >E ALL[$ TO VOTE EV]Y ONCE 9 A :ILE1 PICK \T ONE ( US SM>T GUYS4 ,BUT !N !Y >E SUPPOS$ TO GO HOME & DO SOME?+ ELSE LIKE WAT* FOOTBALL OR :ATEV] IT MAY BE4 ,BUT ! 0IGNORANT & M$DLESOME \TSID]S0 HAVE TO BE OBS]V]S NOT P>TICIPANTS4 ,! P>TICIPANTS >E :AT >E CALL$ ! 0RESPONSIBLE M50 &1 ( C\RSE1 ! WRIT] IS ALWAYS ONE ( !M4 ,Y\ NEV] ASK ! QUE/ION1 :Y AM ,I A 0RESPONSIBLE MAN0 & SOMEBODY ELSE IS 9 JAIL8 ,! ANSW] IS PRETTY OBVI\S4 ,IT'S BECAUSE Y\ >E OB$I5T & SUBORD9ATE TO P[] & ?AT O!R P]SON MAY BE 9DEP5D5T1 & SO ON4 ,BUT Y\ DON'T ASK1 ( C\RSE4 ,SO !RE >E ! SM>T GUYS :O >E SUPPOS$ TO RUN ! %[ & ! RE/ ( !M >E SUPPOS$ TO BE \T1 & WE %\LD NOT SUCCUMB TO 7,I'M QUOT+ FROM AN ACADEMIC >TICLE7 0DEMOCRATIC DOGMATISMS AB\T M5 BE+ ! BE/ JUDGES ( !IR [N 9T]E/40 ,!Y >E NOT4 ,!Y >E T]RIBLE JUDGES ( !IR [N 9T]E/S SO WE HAVE DO IT = !M = !IR [N B5EFIT4 

,ACTUALLY1 IT IS V]Y SIMIL> TO ,L59ISM4 ,WE DO ?+S = Y\ & WE >E DO+ IT 9 ! 9T]E/ ( EV]YONE1 & SO ON4 ,I SUSPECT ?AT'S P>T ( ! REASON :Y IT'S BE5 SO EASY HI/ORICALLY = PEOPLE TO %IFT UP & BACK FROM BE+1 SORT ( 5?USIA/IC ,/AL9I/S TO BE+ BIG SUPPORT]S ( ,U4,S4 P[]4 ,PEOPLE SWIT* V]Y QUICKLY FROM ONE POSITION TO ! O!R1 & MY SUSPICION IS ?AT IT'S BECAUSE BASICALLY IT IS ! SAME POSITION4 ,Y\'RE NOT MAK+ MU* ( A SWIT*4 ,Y\'RE JU/ MAK+ A DIFF]5T E/IMATE ( :]E P[] LIES4 ,ONE PO9T Y\ ?9K IT'S H]E1 ANO!R PO9T Y\ ?9K IT'S !RE4 ,Y\ TAKE ! SAME POSITION4 

,H[ DID ALL ?IS EVOLVE8 ,IT HAS AN 9T]E/+ HI/ORY4 ,A LOT ( IT COMES \T ( ! FIR/ ,WORLD ,W>1 :I* IS A BIG TURN+ PO9T4 ,IT *ANG$ ! POSITION ( ! ,UNIT$ ,/ATES 9 ! WORLD CONSID]ABLY4 ,9 ! #a#h? C5TURY ! ,U4,S4 WAS ALREADY ! RI*E/ PLACE 9 ! WORLD4 ,! QUALITY ( LIFE1 HEAL?1 & LONGEVITY WAS NOT A*IEV$ BY ! UPP] CLASSES 9 ,BRITA9 UNTIL ! E>LY #b? C5TURY1 LET ALONE ANYBODY ELSE 9 ! WORLD4 ,! ,U4,S4 WAS EXTRAORD9>ILY WEAL?Y1 ) HUGE ADVANTAGES1 &1 BY ! 5D ( ! #a#i? C5TURY1 IT HAD BY F> ! BIGGE/ ECONOMY 9 ! WORLD4 ,BUT IT WAS NOT A BIG PLAY] ON ! WORLD SC5E4 ,U4,S4 P[] EXT5D$ TO ! ,C>IBBEAN ,ISL&S1 P>TS ( ! ,PACIFIC1 BUT NOT MU* F>!R4 

,DUR+ ! FIR/ ,WORLD ,W>1 ! RELATIONS *ANG$4 ,& !Y *ANG$ MORE DRAMATICALLY DUR+ ! SECOND ,WORLD ,W>4 ,AFT] ! SECOND ,WORLD ,W> ! ,U4,S4 MORE OR LESS TOOK OV] ! WORLD4 ,BUT AFT] FIR/ ,WORLD ,W> !RE WAS ALREADY A *ANGE & ! ,U4,S4 %IFT$ FROM BE+ A DEBTOR TO A CR$ITOR NATION4 ,IT WASN'T HUGE1 LIKE ,BRITA91 BUT IT BECAME A SUB/ANTIAL ACTOR 9 ! WORLD = ! FIR/ TIME4 ,?AT WAS ONE *ANGE1 BUT !RE W]E O!R *ANGES4 

,! FIR/ ,WORLD ,W> WAS ! FIR/ TIME !RE WAS HI<LY ORGANIZ$ /ATE PROPAG&A4 ,! ,BRITI% HAD A ,M9I/RY ( ,9=MATION1 & !Y REALLY NE$$ IT BECAUSE !Y HAD TO GET ! ,U4,S4 9TO ! W> OR ELSE !Y W]E 9 BAD TR\BLE4 ,! ,M9I/RY ( ,9=MATION WAS MA9LY GE>$ TO S5D+ PROPAG&A1 9CLUD+ HUGE FABRICATIONS AB\T 0,HUN0 ATROCITIES1 & SO ON4 ,!Y W]E T>GET+ ,AM]ICAN 9TELLECTUALS ON ! REASONABLE ASSUMPTION ?AT !SE >E ! PEOPLE :O >E MO/ GULLIBLE & MO/ LIKELY TO BELIEVE PROPAG&A4 ,!Y >E ALSO ! ONES ?AT DISSEM9ATE IT ?R\< !IR [N SY/EM4 ,SO IT WAS MO/LY GE>$ TO ,AM]ICAN 9TELLECTUALS & IT WORK$ V]Y WELL4 ,! ,BRITI% ,M9I/RY ( ,9=MATION DOCUM5TS 7A LOT HAVE BE5 RELEAS$7 %[ !IR GOAL WAS1 AS !Y PUT IT1 TO CONTROL ! ?\<T ( ! 5TIRE WORLD1 A M9OR GOAL1 BUT MA9LY ! ,U4,S4 ,!Y DIDN'T C>E MU* :AT PEOPLE ?\<T 9 ,9DIA4 ,?IS ,M9I/RY ( ,9=MATION WAS EXTREMELY SUCCESSFUL 9 DELUD+ HOT %OT ,AM]ICAN 9TELLECTUALS 9TO ACCEPT+ ,BRITI% PROPAG&A FABRICATIONS4 ,!Y W]E V]Y PR\D ( ?AT4 ,PROP]LY SO1 IT SAV$ !IR LIVES4 ,!Y W\LD HAVE LO/ ! FIR/ ,WORLD ,W> O!RWISE4 

,9 ! ,U4,S41 !RE WAS A C\NT]P>T4 ,WOODR[ ,WILSON WAS ELECT$ 9 #aiaf ON AN ANTI-W> PLAT=M4 ,! ,U4,S4 WAS A V]Y PACIFI/ C\NTRY4 ,IT HAS ALWAYS BE54 ,PEOPLE DON'T WANT TO GO FI<T =EIGN W>S4 ,! C\NTRY WAS V]Y MU* OPPOS$ TO ! FIR/ ,WORLD ,W> & ,WILSON WAS1 9 FACT1 ELECT$ ON AN ANTI-W> POSITION4 0,PEACE )\T VICTORY0 WAS ! SLOGAN4 ,BUT HE WAS 9T5D+ TO GO TO W>4 ,SO ! QUE/ION WAS1 H[ DO Y\ GET ! PACIFI/ POPULATION TO BECOME RAV+ ANTI-,G]MAN LUNATICS SO !Y WANT TO GO KILL ALL ! ,G]MANS8 ,?AT REQUIRES PROPAG&A4 ,SO !Y SET UP ! FIR/ & REALLY ONLY MAJOR /ATE PROPAG&A AG5CY 9 ,U4,S4 HI/ORY4 ,! ,COMMITTEE ON ,PUBLIC ,9=MATION IT WAS CALL$ 7NICE ,ORWELLIAN TITLE71 CALL$ ALSO ! ,CREEL ,COMMISSION4 ,! GUY :O RAN IT WAS NAM$ ,CREEL4 ,! TASK ( ?IS COMMISSION WAS TO PROPAG&IZE ! POPULATION 9TO A J+OI/ HY/]IA4 ,IT WORK$ 9CR$IBLY WELL4 ,)9 A FEW MON?S !RE WAS A RAV+ W> HY/]IA & ! ,U4,S4 WAS ABLE TO GO TO W>4 

,A LOT ( PEOPLE W]E IMPRESS$ BY !SE A*IEVEM5TS4 ,ONE P]SON IMPRESS$1 & ?IS HAD SOME IMPLICATIONS = ! FUTURE1 WAS ,HITL]4 ,IF Y\ READ ,ME9 ,KAMPF1 HE CONCLUDES1 ) SOME JU/IFICATION1 ?AT ,G]MANY LO/ ! FIR/ ,WORLD ,W> BECAUSE IT LO/ ! PROPAG&A BATTLE4 ,!Y C\LD NOT BEG9 TO COMPETE ) ,BRITI% & ,AM]ICAN PROPAG&A :I* ABSOLUTELY OV]:ELM$ !M4 ,HE PL$GES ?AT NEXT TIME >\ND !Y'LL HAVE !IR [N PROPAG&A SY/EM1 :I* !Y DID DUR+ ! SECOND ,WORLD ,W>4 ,MORE IMPORTANT = US1 ! ,AM]ICAN BUS9ESS COMMUNITY WAS ALSO V]Y IMPRESS$ ) ! PROPAG&A EF=T4 ,!Y HAD A PROBLEM AT ?AT TIME4 ,! C\NTRY WAS BECOM+ =MALLY MORE DEMOCRATIC4 ,A LOT MORE PEOPLE W]E ABLE TO VOTE & ?AT SORT ( ?+4 ,! C\NTRY WAS BECOM+ WEAL?I] & MORE PEOPLE C\LD P>TICIPATE & A LOT ( NEW IMMIGRANTS W]E COM+ 91 & SO ON4 

,SO :AT DO Y\ DO8 ,IT'S GO+ TO BE H>D] TO RUN ?+S AS A PRIVATE CLUB4 ,!RE=E1 OBVI\SLY1 Y\ HAVE TO CONTROL :AT PEOPLE ?9K4 ,!RE HAD BE5 PUBLIC RELATION SPECIALI/S BUT !RE WAS NEV] A PUBLIC RELATIONS 9DU/RY4 ,!RE WAS A GUY HIR$ TO MAKE ,ROCKEFELL]'S IMAGE LOOK PRETTI] & ?AT SORT ( ?+4 ,BUT ?IS HUGE PUBLIC RELATIONS 9DU/RY1 :I* IS A ,U4,S4 9V5TION & A MON/R\S 9DU/RY1 CAME \T ( ! FIR/ ,WORLD ,W>4 ,! LEAD+ FIGURES W]E PEOPLE 9 ! ,CREEL ,COMMISSION4 ,9 FACT1 ! MA9 ONE1 ,$W>D ,B]NAYS1 COMES RI<T \T ( ! ,CREEL ,COMMISSION4 ,HE HAS A BOOK ?AT CAME \T RI<T AFT]W>DS CALL$ ,PROPAG&A4 ,! T]M 0PROPAG&A10 9CID5TALLY1 DID NOT HAVE NEGATIVE CONNOTATIONS 9 ?OSE DAYS4 ,IT WAS DUR+ ! SECOND ,WORLD ,W> ?AT ! T]M BECAME TABOO BECAUSE IT WAS CONNECT$ ) ,G]MANY1 & ALL ?OSE BAD ?+S4 ,BUT 9 ?IS P]IOD1 ! T]M PROPAG&A JU/ MEANT 9=MATION OR SOME?+ LIKE ?AT4 ,SO HE WROTE A BOOK CALL$ ,PROPAG&A >\ND #a#i#b#e1 & IT />TS (F BY SAY+ HE IS APPLY+ ! LESSONS ( ! FIR/ ,WORLD ,W>4 ,! PROPAG&A SY/EM ( ! FIR/ ,WORLD ,W> & ?IS COMMISSION ?AT HE WAS P>T ( %[$1 HE SAYS1 IT IS POSSIBLE TO 0REGIM5T ! PUBLIC M9D EV]Y BIT AS MU* AS AN >MY REGIM5TS !IR BODIES40 ,!SE NEW TE*NIQUES ( REGIM5TATION ( M9DS1 HE SAID1 HAD TO BE US$ BY ! 9TELLIG5T M9ORITIES 9 ORD] TO MAKE SURE ?AT ! SLOBS /AY ON ! RI<T C\RSE4 ,WE CAN DO IT N[ BECAUSE WE HAVE !SE NEW TE*NIQUES4 

,?IS IS ! MA9 MANUAL ( ! PUBLIC RELATIONS 9DU/RY4 ,B]NAYS IS K9D ( ! GURU4 ,HE WAS AN AU!NTIC ,ROOSEVELT_/,K5N$Y LIB]AL4 ,HE ALSO 5G9E]$ ! PUBLIC RELATIONS EF=T BEH9D ! ,U4,S4-BACK$ C\P :I* OV]?REW ! DEMOCRATIC GOV]NM5T ( ,GUATEMALA4 

,HIS MAJOR C\P1 ! ONE ?AT REALLY PROPELL$ HIM 9TO FAME 9 ! LATE #a#i#bS1 WAS GETT+ WOM5 TO SMOKE4 ,WOM5 DIDN'T SMOKE 9 ?OSE DAYS & HE RAN HUGE CAMPAIGNS = ,*E/]FIELD4 ,Y\ KN[ ALL ! TE*NIQUES -- MODELS & MOVIE />S ) CIG>ETTES COM+ \T ( !IR M\?S & ?AT K9D ( ?+4 ,HE GOT 5ORM\S PRAISE = ?AT4 ,SO HE BECAME A LEAD+ FIGURE ( ! 9DU/RY1 & HIS BOOK WAS ! REAL MANUAL4 

,ANO!R MEMB] ( ! ,CREEL ,COMMISSION WAS ,WALT] ,LIPPMANN1 ! MO/ RESPECT$ FIGURE 9 ,AM]ICAN J\RNALISM = AB\T HALF A C5TURY 7,I MEAN S]I\S ,AM]ICAN J\RNALISM1 S]I\S ?9K PIECES74 ,HE ALSO WROTE :AT >E CALL$ PROGRESSIVE ESSAYS ON DEMOCRACY1 REG>D$ AS PROGRESSIVE BACK 9 ! #a#i#bS4 ,HE WAS1 AGA91 APPLY+ ! LESSONS ( ! WORK ON PROPAG&A V]Y EXPLICITLY4 ,HE SAYS !RE IS A NEW >T 9 DEMOCRACY CALL$ MANUFACTURE ( CONS5T4 ,?AT IS HIS PHRASE4 ,$W>D ,H]MAN & ,I BORR[$ IT = \R BOOK1 BUT IT COMES FROM ,LIPPMANN4 ,SO1 HE SAYS1 !RE IS ?IS NEW >T 9 ! ME?OD ( DEMOCRACY1 0MANUFACTURE ( CONS5T40 ,BY MANUFACTUR+ CONS5T1 Y\ CAN OV]COME ! FACT ?AT =MALLY A LOT ( PEOPLE HAVE ! RI<T TO VOTE4 ,WE CAN MAKE IT IRRELEVANT BECAUSE WE CAN MANUFACTURE CONS5T & MAKE SURE ?AT !IR *OICES & ATTITUDES WILL BE /RUCTUR$ 9 SU* A WAY ?AT !Y WILL ALWAYS DO :AT WE TELL !M1 EV5 IF !Y HAVE A =MAL WAY TO P>TICIPATE4 ,SO WE'LL HAVE A REAL DEMOCRACY4 ,IT WILL WORK PROP]LY4 ,?AT'S APPLY+ ! LESSONS ( ! PROPAG&A AG5CY4 

,ACADEMIC SOCIAL SCI5CE & POLITICAL SCI5CE COMES \T ( ! SAME ?+4 ,! F\ND] ( :AT'S CALL$ COMMUNICATIONS & ACADEMIC POLITICAL SCI5CE IS ,H>OLD ,GLASSWELL4 ,HIS MA9 A*IEVEM5T WAS A BOOK1 A /UDY ( PROPAG&A4 ,HE SAYS1 V]Y FRANKLY1 ! ?+S ,I WAS QUOT+ BE=E -- ?OSE ?+S AB\T NOT SUCCUMB+ TO DEMOCRATIC DOGMATISM1 ?AT COMES FROM ACADEMIC POLITICAL SCI5CE 7,LASSWELL & O!RS74 ,AGA91 DRAW+ ! LESSONS FROM ! W> TIME EXP]I5CE1 POLITICAL P>TIES DREW ! SAME LESSONS1 ESPECIALLY ! CONS]VATIVE P>TY 9 ,5GL&4 ,!IR E>LY DOCUM5TS1 JU/ BE+ RELEAS$1 %[ !Y ALSO RECOGNIZ$ ! A*IEVEM5TS ( ! ,BRITI% ,M9I/RY ( ,9=MATION4 ,!Y RECOGNIZ$ ?AT ! C\NTRY WAS GETT+ MORE DEMOCRATIZ$ & IT W\LDN'T BE A PRIVATE M5'S CLUB4 ,SO ! CONCLUSION WAS1 AS !Y PUT IT1 POLITICS HAS TO BECOME POLITICAL W>F>E1 APPLY+ ! ME*ANISMS ( PROPAG&A ?AT WORK$ SO BRILLIANTLY DUR+ ! FIR/ ,WORLD ,W> T[>DS CONTROLL+ PEOPLE'S ?\<TS4 

,?AT'S ! DOCTR9AL SIDE & IT CO9CIDES ) ! 9/ITUTIONAL /RUCTURE4 ,IT /R5G!NS ! PR$ICTIONS AB\T ! WAY ! ?+ %\LD WORK4 ,& ! PR$ICTIONS >E WELL CONFIRM$4 ,BUT !SE CONCLUSIONS1 ALSO1 >E NOT ALL[$ TO BE DISCUSS$4 ,?IS IS ALL N[ P>T ( MA9/REAM LIT]ATURE BUT IT IS ONLY = PEOPLE ON ! 9SIDE4 ,:5 Y\ GO TO COLLEGE1 Y\ DON'T READ ! CLASSICS AB\T H[ TO CONTROL PEOPLES M9DS4 

,JU/ LIKE Y\ DON'T READ :AT ,JAMES ,MADISON SAID DUR+ ! CON/ITUTIONAL CONV5TION AB\T H[ ! MA9 GOAL ( ! NEW SY/EM HAS TO BE 0TO PROTECT ! M9ORITY ( ! OPUL5T AGA9/ ! MAJORITY10 & HAS TO BE DESIGN$ SO ?AT IT A*IEVES ?AT 5D4 ,?IS IS ! F\ND+ ( ! CON/ITUTIONAL SY/EM1 SO NOBODY /UDIES IT4 ,Y\ CAN'T EV5 F9D IT 9 ! ACADEMIC S*OL>%IP UNLESS Y\ REALLY LOOK H>D4 

,?AT IS R\<LY ! PICTURE1 AS ,I SEE IT1 ( ! WAY ! SY/EM IS 9/ITUTIONALLY1 ! DOCTR9ES ?AT LIE BEH9D IT1 ! WAY IT COMES \T4 ,!RE IS ANO!R P>T  DIRECT$ TO ! 0IGNORANT M$DLESOME0 \TSID]S4 ,?AT IS MA9LY US+ DIV]SION ( ONE K9D OR ANO!R4 ,FROM ?AT1 ,I ?9K1 Y\ CAN PR$ICT :AT Y\ W\LD EXPECT TO F9D4 

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,NOVEMB] #c1 #aiif 3 ,:AT ,MAKES ,MA9/REAM ,M$IA ,MA9/REAM -- ,PUBLICATION4 
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